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Freelance Copywriter Secrets: The Most Famous Ad In History
If you want to become a better freelance copywriter, the best place
to start is by studying the successful ads written by others. And I can
think of no better place to start than the most famous ad in history.
In the mid 1920s, a recent Naval Academy graduate with a degree in
electrical engineering was looking for work. The post-war military was
downsizing and John Caples had been offered the option to forego his
commission as an ensign in the Navy.
His first job was as an engineer, but he found it completely boring.
Looking again, he landed a job as a copywriter with a mail order
agency. One of his first assignments was to write an ad for a
correspondence course offered by the U.S. School of Music.
John produced four pages of copy that began with the headline, "They
Laughed When I Sat Down At The Piano - But When I Started To Play .".
Following this headline came a first person narrative by a man who
impressed all his friends (and silenced his scoffers) at a party by his
new-found ability to play the piano.
The ad became an instant success. Not only did it pull in
record-breaking sales, the headline became part of the culture.
Vaudeville comedians spoofed the ad with punchlines like, ".because
someone stole my piano stool." Other copywriters borrowed the formula,
and spun it into countless imitations.
And even today, you will see imitations.
But what made 25 year old John Caples' ad so successful? There are several factors:
* He used a story to sell his product. Stories are powerful. They
help us to understand and believe in a way no other communication
device can. When we hear a story, we feel a part of it and adopt the
emotions of the character.
* The main character silences those who laughed at him. Who
doesn't want to put our critics in their place. The party scene in the
ad shows this man as the center of attention because of his musical
skills. Again, who doesn't crave that kind of admiration from our
friends?
* The ad offers self improvement. Not only does it show how to
acquire the ability to play the piano, but it improved his social life
as well. The benefits offered go far beyond mere musical instruction,
they offer status.
* Social proof. Even though everyone realized this character was
fictional, the ad still made learning to play the piano seem easy. This
is the power of social proof, which demonstrates to us that if someone
else can do it (even a fictional person) we can do it as well. You can
learn more about how to use social proof to write persuasive copy at
Freelance Copywriter Secrets: Social Proof-An Awesome Copywriting Tool.
* The ad is a two-step ad. This means the reader doesn't have to
make the decision to buy right away, he or she can send in a coupon and
request information. 2-step ads lower the bar and require a smaller
commitment. Check out a recent article on 2-step ads at Freelance
Copywriter Secrets: Why 2-Step Ads Make More Sales.
* Best of all, the information offered is Free. There is power in
that word. In a 2-step ad, the inquirer can be curious and get answers
without paying a cent. But the seller benefits because the inquirer has
"opted in" to receive follow up information (ie sales letters) to
cement the sale at a later date.
No doubt you have either seen, or will see, one of Caples many
imitators. When a formula works this well, other copywriters inevitably
make it their own.
COPYRIGHT(C)2006, Charles Brown. All rights reserved.
Charles Brown is a Dallas, Texas based freelance copywriter who writes
web copy, advertisements, white papers and direct mail. Read his
"Freelance Copywriter Secrets" at dynamiccopywriting.blogspot.com or contact him at 817.715.3852 or **charbrow@gmail.com**.
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